Research On Marketing Strategy Of Huangdi Cultural Tourism Scenic Spot In Zhengning County

Zhengning with rich and diverse tourism resources,and with the transfer off the forest park,the Yellow Emperor graves,the ancient city of Luochuan,Deng Xiaoping site of residence,Xi Zhongxun old residence and other natural and cultural attractions.Among the many scenic spots,it takes the Huangdi Cultural Tourism Scenic Spot as the center of gravity.Due to its profound historical and cultural background,it is greatly valued by the county government.Under the guidance of the principle of “government guidance,policy support,market operation and participation of all citizens”,Zhengning County Government focusing on building the Yellow Emperor culture with the Yellow Emperor's cultural,and the Yellow Emperor Cultural Circle Park is planned to build a comprehensive display of the contents of the Yellow Emperor's invention and creation,the bestiality of the beasts,the teachings of the peasants,the medical ethics,marriage and funeral sacrifices,etc.Let the world know about the long history of civilization of Chinese nation.As the place of burial of the Yellow Emperor,the ancestor of Chinese civilization,the Yellow Emperor's Tomb is a highly valuable tourist resource whose development will attract the attention of the entire Chinese nation and even the world.The cultural will become a positive quality of a high level of tourism products.It is less than ten years since the construction of the Yellow Emperor Cultural Tourism Zone in the People's Republic of China has started so far.With such rapid development,the development of the Yellow Emperor cultural tourism area can not be separated from the selection and implementation of marketing strategies.Through the use of SWOT analysis method,market segmentation,marketing mix and other related marketing theory,combined with the actual situation of scenic spots,using market research and other methods,system,in-depth study of Huangdi cultural tourism scenic marketing strategy.The first part of the thesis is the introduction part,mainly introduces the background and significance of the research,summed up the research status at home and abroad,research content and research methods.The second part summarizes the theory of tourism marketing strategy.Mainly marketing theory,tourism marketing theory,tourism scenic marketing theory,laid the theoretical foundation for the following study.The third part of the scenic marketing market environment analysis,respectively,from the macro level,micro level of the market environment were analyzed,through the SWOT analysis of the scenic market conditions.The fourth part analyzes the market conditions of tourism resources in Zhengning county.The fifth part is the focus of this article,mainly around the market analysis of the completion of the area product planning,route design,image design and action program design.Completed into the overall marketing ideas.The last part is the marketing strategy implementation and optimization guarantee link,summarizes the whole paper.Themain innovation of this paper is to compare the status,problems,causes,countermeasures and safeguard measures in the form of qualitative and quantitative analysis of the status of the cultural tourism scenic spots of the Yellow Emperor,and the comparison of the relevance,practicability and maneuverability Strong.According to the above content analysis,this paper analyzes the marketing mix strategy adopted by the Huangdi cultural tourism scenic spot,including the product strategy,the quality and the level of the scenic spot,the brand,the service and the security of the scenic spot.Taking the price strategy,Sales strategy,including the advertising,sales promotion,public relations,staff marketing,direct marketing,etc.To take the marketing strategy,including the promotion of marketing,sales promotion,public relations,Personnel strategy,focus on reliability,staff attitude and behavior,communication,etc.To take a tangible display strategy,reflected in the tourist service centers,intangible cultural heritage display and personnel image display.To the tourism process for the design and management.Finally,in the effective use of various marketing strategies,but also found a lot of marketing strategy deficiencies.Marketing management and service level is low,shopping,fun,food and other projects need to be further improved,the relevant product research and development is not enough;brand image is not enough,the marketing channel is not enough;the marketing channel is not enough;Not enough to highlight;staff management,including customers,employees and other concerns and so on.Accordingly,the proposed marketing strategy for the ancient city scenic area.Positioning strategy to optimize the product strategy to optimize,to create food,live,travel,entertainment,the purchase of a set of food and beverage industry,the United States and the United States,Long service system to meet different customer needs,improve product quality and service level,to create scenic brand name;price strategy optimization,the use of demand-oriented pricing methods and pricing strategies,the effective management of scenic spots;channel strategy optimization,multi-channel marketing Management,marketing,marketing promotion,event marketing,network marketing and other promotional strategies to promote the use of advertising,Sales promotion,to win more tourists market,staff management strategy optimization,the tourists,employees,scenic businesses to exert influence and effective management.Through the comprehensive use of the above marketing strategy,to win the market,effectively enhance the scenic spot and comprehensive competitiveness of the purpose,and ultimately to the Huangdi cultural tourism scenic spots become domestic and international well-known tourist destination.